I was reading a marketing book this morning and something came up that I thought was worth mentioning. It wasn’t to do with the actual contents of the book but the impulse behind why I bought it. You see, it’s not my favorite book, in fact I find it quite tedious yet I spent $24 on it. Why? I looked over the cover pondering that exact question when I saw a quote on the cover in a bright red bubble, it read: “The one book on marketing I’d have if I could have just one.” It was then I remembered why I had bought it.
Don’t underestimate the power of an endorsement. Rather than an advertising pitch or in this case the blurb on the cover of the book, an endorsement to a consumer seems to be an unbiased opinion or review, a second opinion from a friend. In this case the person who uttered those immortal words is not even someone I have ever heard of. Yet, it was his opinion that swayed mine.
Big conglomerates do it all the time particularly with celebrity endorsements. I recently saw a big poster of Madonna around Columbus Circle endorsing H&M. I would hate to see how much that cost them. Obviously there is a great deal of capital needed to attain those sorts of endorsements but you don’t need a lot of money or in fact any money to achieve the same result.
By asking an expert in your field to comment on, or review your product you can attain a credible endorsement that can be used in future promotions and marketing material. Most will be flattered you asked and will gladly provide you with a quote that, if favorable you can add to your promo. Even unfavorable quotes have their place. The marketing for Jack Ass for example used exactly that, all the complaints and bad reviews they got. It created credibility among their target audience after all, it is gross, immature and revolting, exactly what the complaints said endorsing their pitch.
Over the years these endorsements can help you build a highly reputable business. Look at the column inches devoted to music and film reviews. A consumer wants to know that they are going to be happy with the product or service you are offering and seeing very few of us have the time to elicit independent research, someone else’s endorsement will have to do. So don’t waste anymore time, start getting yours now.
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You’re quite right Angela.
Take Pepsi for example. Everyone knows that Coke tastes better but their sales are still going fairly strong thanks to the likes of David Beckham and Roberto Carlos and Thierry Henry endorsing their drink.
When I was a little kid I would have definitely fallen for that one!
I’m totally able to get the endorsements for my company. But how do I distribute or show it off? On the website as videos? Quotes on the actual product?
Hey Tom. I think the way you really want to get your quotes out there is subliminally. Firstly, add a quote to the contact details you include in your email. Here’s an example from the publicist from a TV show I used to work on. Even I hadn’t read the quote she used:
Sarah O
Freelance TV Publicist
ABC TV PUBLICITY
Tel. —-
Fax. ——-
Mobile ——–
Email ——–
Strictly Dancing – 8pm Fridays on ABC TV
Thanks a bunch Angela! That was very helpful! I’ll surely implement what you’ve suggested and watch the success fly. Thank you.
Anytime. Thanks for the feedback. I will do another column next week on other practical ways to incorporate your endorsements. Best of luck.